Chrome's ad blocker will go live February 15, here's how it works

Debra Rodriguez

A couple of months later, an implementation of the tool was introduced in Chrome Canary. "Publishers are beginning to feel like they're playing in a gig economy operated by Google".

Chrome for desktops and laptops will, from today, start blocking pop-up adverts, sizeable sticky adverts, autoplay video ads with sound, and "prestitial" adverts which make users wait till the end of a countdown before they can access a website's content.

A survey of 40,000 U.S. and European web users found that the most intrusive ads were full-page ads that hide the content of a web page and flashing animated ads, according to a blog by Chris Bentzel at Google. Website owners can also request that they be re-reviewed after addressing the non-compliant ad experiences. As browsing on mobile devices becomes mainstream this problem can only grow.

Google Chrome users will soon see fewer pop-up adverts. These browser add-ons deprive publishers (and Google) of revenue by keeping ads from displaying. Google says this is already having a positive impact - 42 percent of sites that were failing in the Ad Experiences Report have now fixed their ads.

Google said that websites are evaluated by examining a sample of pages from the site. But before taking the hard step, the sites are informed about the issues and time is provided to address them. But sometimes they have gotten through BECAUSE Google's ad network let them through.

But those standards were meant to be voluntary, said Paul Boyle, senior vice president of public policy for the newspaper alliance that helped create them.

Google is good at building phones but bad at selling them
That means, as a rough estimate, it would take less than a week of iPhone sales to eclipse Google's entire 2017 Pixel shipments. The company reportedly only shipped 3.9 million Pixel phones in 2017, according to IDC research director Francisco Jeronimo .

Google hopes that this will convince users to avoid other ad blockers, which can hurt ad revenue on websites that don't use obtrusive ads.

If advertisers decide that the results they get from cooperating with Google are good enough, then we can expect to see a web experience that's more pleasant and more productive.

Critics have noted that among the types of ads that are not being targeted are pre-roll video ads, such as the type that run on Google-owned YouTube.

It comes after Google in June a year ago announced it was building an ad blocker into its Chrome web browser to help improve the user experience by combating annoying and intrusive online advertisements. Users on sites where Chrome has blocked ads will see a notification and can opt to allow the ads if they want.

But Campaign cited a January analysis by Adblock Plus which suggested that Google Chrome would block just 16% of the formats identified as bad ads by the CBA, compared to the 93% that Adblock Plus would block using its own Acceptable Ads standard.

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